The Role
Lead regional category growth for APAC by analysing market, consumer and commercial trends to identify high-growth opportunities, build business cases, support go-to-market planning, coordinate cross-market execution, and track performance to optimise portfolios and scale successful market initiatives.
Summary Generated by Built In
The APAC Category Growth (Senior) Manager supports the development and execution of CHAGEE’s regional category growth agenda, with a focus on high-growth categories and future business drivers across APAC.
The role analyses market, consumer and commercial trends to identify growth opportunities, translate insights into actionable recommendations, and help shape category initiatives across the region. Working closely with regional functions and local markets, the Category Growth (Senior) Manager will also support go-to-market planning and the scaling of relevant category opportunities across multiple markets.
Key ResponsibilitiesCategory & Market Analysis- Analyse category, product, consumer and market performance to identify key growth drivers, whitespace opportunities and emerging trends.
- Consolidate insights across markets to build a regional perspective on category opportunities and priorities.
- Monitor competitor activity and broader market developments to identify relevant opportunities for CHAGEE.
- Identify and evaluate high-growth categories, emerging opportunities and potential new growth spaces across APAC.
- Develop business cases and recommendations for priority growth initiatives, considering consumer relevance, revenue potential, margin, scalability and investment requirements.
- Support portfolio reviews across new and existing products to identify opportunities for optimisation and future growth.
- Identify successful products or propositions from individual markets that may have potential for broader regional application.
- Develop go-to-market and campaign plans for priority category initiatives, product launches and key category moments.
- Partner with Brand Planning, Campaigns, Product Innovation, Consumer Insights and local market teams to shape consumer propositions, channel approach, timing and investment.
- Track campaign and launch performance, and translate learnings into recommendations for future category growth initiatives.
- Work closely with local market teams to understand market-specific opportunities, consumer needs and execution considerations.
- Coordinate cross-market category initiatives and align regional and local stakeholders around agreed priorities and action plans.
- Build effective relationships across functions and markets to facilitate collaboration and drive initiatives forward.
- Track the commercial performance of priority categories and initiatives, including sales, gross margin, product mix, repeat purchase and campaign effectiveness.
- Use performance data to identify opportunities, risks and recommended actions.
- Develop frameworks, tools and processes to strengthen regional category planning and consolidate learnings for future initiatives.
- 6-10 years of relevant experience in category management, commercial strategy, marketing strategy, brand management or a related field, ideally within F&B, retail, FMCG or other consumer-facing industries.
- Strong commercial and analytical mindset, with a good understanding of key business drivers such as revenue, gross margin, pricing, product mix and return on investment.
- Experience translating market, consumer and performance data into clear recommendations and actionable growth initiatives.
- Exposure to go-to-market and campaign planning, including working across proposition, channels, investment, execution and performance tracking.
- Strong project management and cross-functional stakeholder management skills, with the ability to influence and drive alignment without direct reporting authority.
- Strong communication and presentation skills, with the ability to communicate complex analysis and recommendations clearly and concisely.
- Comfortable working in a fast-paced environment with evolving priorities and across diverse APAC markets.
- Self-motivated, curious and willing to challenge existing ways of working.
Skills Required
- 6-10 years of relevant experience in category management, commercial strategy, marketing strategy, brand management or related field
- Strong commercial and analytical mindset with understanding of revenue, gross margin, pricing, product mix and ROI
- Experience translating market, consumer and performance data into clear recommendations and actionable growth initiatives
- Exposure to go-to-market and campaign planning across proposition, channels, investment, execution and performance tracking
- Strong project management and cross-functional stakeholder management skills with ability to influence without direct authority
- Strong communication and presentation skills to communicate complex analysis and recommendations clearly
- Comfortable working in a fast-paced environment across diverse APAC markets; self-motivated and curious
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The Company
What We Do
CHAGEE is a leading international tea beverage company guided by the vision to connect everyone through a good cup of tea. The brand first started in 2017 in the hometown of tea, Yunnan, China, and has since expanded to over 6,000+ stores globally. As we embrace innovation and introduce a modern twist to traditional tea culture, we remain committed in preserving the true tea taste and only use fresh dairy and real tea leaves in all our beverages. Our teas also contain 0 creamer and 0 trans-fatty acids.
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